CASE STUDY qvc_logo

Facebook Advertiser of the Month: QVC

This December, Facebook’s “Advertiser of the Month” is QVC. One of the world’s leading multimedia retailers, QVC, which launched its Facebook Page in July 2008, tapped Zimmerman/ICED Media to further evaluate its interactive and social digital components, with a focus on engaging its multimedia community during the holiday shopping season.

With the opportunity to activate a fully integrated social campaign, QVC went about achieving the following goals:

  • Increase QVC’s fan base
  • Drive QVC.com referring site traffic
  • Further engage QVC’s customers

Increasing QVC’s Popularity

To grow its fan base, engage new fans, and drive sales, QVC used inline fanning to increase excitement and awareness around its values.  One of the ways this was achieved was through a mix of Wii, Keurig, Dell and Bare Escentuals vendor-specific creative, balanced with QVC branded ads.  The standout performance for QVC’s campaign came from two ads placed with one of its brand leaders, Bare Escentuals.

Giving Reasons to Believe

The first ad promoted the fan page sweepstakes to non-QVC fans.  The two-day campaign yielded 5,020 sweepstakes entrants, 5,159 new fans to the page and, generally, the highest click-through rate seen by Zimmerman/ ICED Media from an ad targeting non-fans.  Coupling sweepstakes with targeted inline fanning proved to be a great way to grow the page and introduce QVC and its vendors to a new generation of quality-conscious consumers looking for real value.

The second ad brought users to QVC.com and performed best among existing fans of the page.  Through continuous monitoring and A/B copy testing, QVC was able to yield an especially high click-through rate.

The targeting and real-time optimization of Facebook advertising is unparalleled. …We’re able to target different segments of our audience with tailored copy and images that increase actions, CTR, and actual sales to QVC.com exponentially. Leslie Hall, ICED Media

Campaign Performance

The overall success of the campaign is best demonstrated by its tremendous results:

  • During the week of QVC’s Bare Escentuals campaign, Facebook became the top referrer of traffic to QVC.com
  • Between November 25 and December 11, the campaign yielded more than 30,000 new fans
  • Facebook sweepstakes resulted in more than 20,000 entrants
  • Facebook referred sales increased more then 200% from the prior eight-week period